Viceroy Boxer

Historically Viceroy Brandy had a very masculine, mostly male African target audience, and the brand is linked to African traditions and culture. So Viceroy is strongly associated with lineage and patriarchy Рa dignified drink proudly enjoyed by generations of African men.

As time moved on Viceroy was at risk of not being relevant in changing times: the rise of feminism, female empowerment and gender equality. It was about time we listened.

So we did something brave and went after a completely new consumer segment, without alienating our current audience. We follow the story of a family of boxers in the Eastern Cape, and their struggle and sacrifice to become the next generation of champions.